Changing the Game in Revenue Growth, Presented by SAP
The digital economy has transformed the way B2B buyers discover, research and purchase products and services. They rely on digital resources for a majority of the buying journey, and they use their mobile devices to access and gather that information. They don’t want or need to deal with a salesperson until the actual purchase decision. Today’s B2B buyer differs from company to company and from generation to generation. With a multitude of digital and social channels, it’s imperative that your company present itself with the same message, tone, voice and look across all channels to deliver a consistent experience at every touchpoint in the buyer’s journey. Changing the Game of Revenue Growth brings you thought leaders with expertise across the buyer’s journey so you can proactively connect with buyers on their terms to help you grow revenue and build long-term loyalty. Changing the Game of Revenue Growth with Game Changers, presented by SAP, on The Business Channel.
Episodes
December 3, 2019 • 54 min
The buzz: “Market like the year you are in!” (Gary Vaynerchuck).
The new customer journey is changing, but testing and planning remain key cornerstones for gauging your marketing and sales programs’ health.
Each demand generation program, social media campaign, experiential event is a chance for you and your team to test, learn and refine planning to adjust for revenue growth.
The experts speak. Barry Moltz, Shafran Moltz Group...
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Mark as Played
October 29, 2019 • 54 min
The buzz: “Marketing to businesses is very different than marketing to individual consumers” (blog.hubspot.com). With the world a digital stage, today’s B2B buyer expects your company to engage them with intelligence and personalization on their own terms, wherever they are in the buying lifecycle, on their preferred platforms from Twitter to Facebook and LinkedIn. How? Evolve your marketing and advertising strategies to create uni...
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Mark as Played
October 1, 2019 • 55 min
The buzz: “Business-to-business vendors seem unaware that corporate purchasing decisions are made by human beings….” (sloanreview.mit.edu). In our hyper-engaged digital and mobile business landscapes, customers’ experiences have become a key revenue driver. Your business needs to move from the traditional one-size-fits-all approach to unique, customizable experiences to connect with your key customers and provide entertaining, enga...
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Mark as Played
September 3, 2019 • 52 min
The buzz: “There is a big difference between a satisfied customer and a loyal customer” Shep Hyken. Your B2B business success can no longer rely on advertising alone. Why? Customers are the “new voice” for your business and their influence is crucial to your continued growth. To ensure your new brand loyalists help you grow and drive your business, you need a marketing strategy that shifts how you engage them across all digital pla...
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Mark as Played
August 27, 2019 • 52 min
The buzz: “There is a big difference between a satisfied customer and a loyal customer” Shep Hyken. Your B2B business success can no longer rely on advertising alone. Why? Customers are the “new voice” for your business and their influence is crucial to your continued growth. To ensure your new brand loyalists help you grow and drive your business, you need a marketing strategy that shifts how you engage them across all digital pla...
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Mark as Played
July 30, 2019 • 55 min
The buzz: “Increasing a company’s growth trajectory is rarely about discovering some brand-new strategy or tactic…it’s really about making better use of the resources you already have” (Mike Carroll, nutshell.com).
Everyone in your company has a role in revenue growth! The “new” B2B customer journey demands all internal groups, all employees and appropriate external partners work together seamlessly on a multi-touch point, cross-c...
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Mark as Played
June 25, 2019 • 53 min
The buzz: “By 2020, every human is expected to generate 1.7 megabytes (of data) every second” (Andrew Zola). The new, modern customer requires a new approach to demand generation and revenue growth for B2B companies. Why? A one-sized approach to connecting with customers no longer works in today’s shifted B2B landscape. You need customer personas, industry trends and competitive insights in order to personalize how you connect and...
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Mark as Played
May 28, 2019 • 55 min
The buzz: “A new species of B2B buyer has arisen that is more connected, more impatient, more elusive, more impulsive, and more informed than its pre-millennium ancestors” (Joel York). The arrival of the “new” B2B buyer with their “new’ B2B customer journey signals that your business requires a “new” B2B marketing plan. Yes, now! Does your marketing plan consider the persona of this multi-faceted buyer – who is also an individual c...
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Mark as Played
April 30, 2019 • 55 min
The buzz: “A new species of B2B buyer has arisen that is more connected, more impatient, more elusive, more impulsive, and more informed than its pre-millennium ancestors” (Joel York). The arrival of the “new” B2B buyer with their “new’ B2B customer journey signals that your business requires a “new” B2B marketing plan. Yes, now! Does your marketing plan consider the persona of this multi-faceted buyer – who is also an individual c...
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Mark as Played
April 2, 2019 • 54 min
The buzz: “By 2020, customer experience will overtake price as a key product differentiator. Enterprises need to ramp up now to stay ahead of customer experience innovation” (Walker Research). The “new” B2B buyer has created a new customer journey that isn’t linear or cookie-cutter and doesn’t end at point of purchase.
It encompasses the complete customer lifecycle from awareness to purchase through loyalty and advocacy. Is your...
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Mark as Played
March 5, 2019 • 53 min
The buzz: 41% of corporate buyers or purchase influencers comes from the under-40 crow …About 80%of procurement committees are ....people at mid-career (entrepreneur.com/article/310243). Today’s B2B buyer wears many hats and has many responsibilities. What is your B2B company doing to appeal to this “New, Modern” buyer with their multi-faceted persona? Here’s a hint: Your sales, marketing and operations teams need to align, to rema...
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Mark as Played
January 17, 2019 • 54 min
The buzz: “Large enterprises spend millions of dollars to create brand identities…is the greatest real-life Jedi-mind trick of all…. With a focused brand strategy focused on a few key areas even SMB marketers can help their companies gain ground” (tslmarketing.com).
Creating a strong brand is the foundation of the SMB’s marketing strategy. While your logo can convey a message, identifying why you are a unique solution, who you are...
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Mark as Played
December 6, 2018 • 53 min
The buzz: “Personalisation – it is not about first/last name. It’s about relevant content” (Dan Jak). Email is predicted to be used by more than 3B people worldwide by 2020, according to a 2016 study by Radicati Group. But Marketing Profs found that in 2016, 42% of marketers did not send targeted email messages, a common error among SMBs and large corporations. Are you ready for email marketing best practices and how to build a cam...
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Mark as Played
November 1, 2018 • 54 min
The buzz: “Large enterprises spend millions of dollars to create brand identities…is the greatest real-life Jedi-mind trick of all…. With a focused brand strategy focused on a few key areas even SMB marketers can help their companies gain ground” (tslmarketing.com).
Creating a strong brand is the foundation of the SMB’s marketing strategy. While your logo can convey a message, identifying why you are a unique solution, who you are...
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Mark as Played
October 4, 2018 • 52 min
The buzz: “Treating employees as a part of your team of ambassadors is so powerful (theundercoverrecruiter.com). Your strongest asset in promoting your business is sitting at the desk next to you. Not the computer or even your coveted marketing calendar, but your employee who knows your services and products inside out. How to build a culture where your employees and co-workers believe in your brand and promote it on their personal...
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Mark as Played
August 30, 2018 • 54 min
The buzz: “Humans are incredibly visual and powerful, moving images help us find meaning” (Dan Patterson).
“Producing video is too expensive for my SME.” “I’m not savvy with video technology and tools.” “It takes too much time.” Are these your excuses? Per Cisco, by 2019, video will represent 80%+ of all global Internet traffic and 85%+ for the U.S. Tune in for video marketing myth-busting, actionable tips and easy-to-use ...
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Mark as Played
August 2, 2018 • 55 min
The buzz: “Sales and marketing teams, in general, have always been known to have a beef with each other…Maybe that’s why 90% of the content created for sales by marketing is never used by sales.” (Bethany Fagan)
Sales and marketing should work in harmony. Too often, not so much. With 62% of buyers searching online for product info vs 29% who talk to a salesperson, marketing now plays an integral role in the sales process. What sho...
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Mark as Played
June 28, 2018 • 54 min
The buzz: “Whether you’re a marketing veteran, or are brand new to the game, keeping on top of the latest technologies and tools available is a tough ask” (Chris Sheen). Hello, SMBs! Are you worried that it’s expensive and learning-intensive to arm your marketers with the right tools to evaluate campaign performance, gather audience insights and boost marketing efficiency? Not true! A well-rounded marketing plan can include free, ...
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Mark as Played
May 24, 2018 • 55 min
The buzz: “An influencer promoting and amplifying your message, your brand, to their audience means credibility…additional reach...an outsized modifier to the conversion process (Rand Fishkin). Hello, SMBs! If you think word-of-mouth influencer marketing is only for brands like Hello Fresh, Chewy and Stitch Fix, think again. First determine if this tactic is right for your marketing strategy. Then select the right influencer partne...
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Mark as Played
April 26, 2018 • 56 min
The buzz: “’Build it, and they will come’ only works in the movies. Social Media is a “built it”, nurture it, engage them, and them may come & stay” (Seth Godin). According to Mashable, in 2015 Google received over 100 billion searches every month. If consumers can’t find your business, products or services on the first page of a targeted Google keyword search, you “do not exist.”
How to get found? Research and select the righ...
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Mark as Played
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